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Technology Huawei targets European market with lower-priced smartphone

Huawei Technologies Co. Ltd. is seeking to strengthen its position in Europe with a smartphone that offers new camera features and a lower price tag than models from rivals Samsung and Apple Inc.

The new Honor View20, launched in China in December, was presented in Paris on Tuesday. The phone has a 48-megapixel camera that can take several pictures at once and combine the best qualities from each in a single photo.

It also has a second camera that can take 3D pictures and a 25-megapixel in-screen front camera for selfies. The smartphone starts at €549 (approximately $832).

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The appeal of Honor – a sub-brand in Huawei’s smartphone portfolio – is that it has many of the advanced features of the company’s premium line of Huawei-brand phones at significantly lower cost.

“They’re really trying to build up the brand in Europe,” said Annette Zimmermann, an analyst at Gartner.

She said Honor started as a cheaper alternative to Huawei’s more expensive smartphones, but that the firm was now gradually increasing the prices for the Honor brand.

Europe has become the second-biggest market for Huawei, making it a major region for further international expansion as the company also tries to bolster its presence in the United States.

Huawei overtook Apple to become the world’s second-biggest smartphone seller after Samsung last year.

The Chinese company had a market share of 13.4 per cent worldwide in the third quarter last year, compared with 18.9 per cent for Samsung and 11.8 per cent for Apple, according to Gartner.

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